Analytics

Infographic: The Power of Real-Time Marketing

Infographic: The Power of Real-Time Marketing

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As Spidey's Uncle Ben would say, "With great [analytics] power, comes great responsibility."

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.

The Top Four Data Trends in 2014

The Top Four Data Trends in 2014

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Popular trends reflect strategies helping marketers manage data and craft successful campaigns.

To Measure Success Is to First Define It

To Measure Success Is to First Define It

Marketing success needs to be defined, specified, agreed upon, and then made highly visible.

Trade Complexity for Elegance

Trade Complexity for Elegance

Yes, we have better and faster analytic models and we can now do a more effective job estimating ROI. Unfortunately, we're not seeing this in the marketplace.

Short-Term Gains, Long-Term Wins

Short-Term Gains, Long-Term Wins

What are the most compelling ways to measure marketing success?

Q&A: When (and How) to Bust Down the Data Door

Q&A: When (and How) to Bust Down the Data Door

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Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.

Is the Inbox Out for Mobile?

Is the Inbox Out for Mobile?

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Even the most data-centric marketers find it challenging to analyze a key mobile touchpoint: email.

Use Data—Big and Small—to Improve Customer Relationships

Use Data—Big and Small—to Improve Customer Relationships

What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?

When Big Data and Small Data Work Together

When Big Data and Small Data Work Together

In the search for insight, how relevant is the "size" of the data?

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Big Data gives you answers to what variables have potential, but testing gives you the truth.

Fighting Ill-Fitting Favoritism: Answers

Fighting Ill-Fitting Favoritism: Answers

The CEO at Hanover Manufacturing is pushing for nepotism and the CMO is in a quandary. What would you do? See what our readers had to say.

Infographic: Marketers Allow Social and Analytics to Tell Their Fortunes

Infographic: Marketers Allow Social and Analytics to Tell Their Fortunes

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The future looks bright for marketers' budgets.

Customer Data at Denihan's Service

Customer Data at Denihan's Service

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The boutique hotel chain uses analytics to quickly cull and act on customer feedback, and target guests with super-relevant offers.

When (and How) to Bust Down the Data Door

When (and How) to Bust Down the Data Door

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John Foreman is one data scientist who takes a practical approach to marketing applications of data analytics. Sometimes, he contends, the easier approach is the better one.

4 Modern Themes in Segmentation

4 Modern Themes in Segmentation

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The availability of background and behavioral data is so wide that a growing number of companies are avidly segmenting.

Word to the Wise: Customer Listening

Word to the Wise: Customer Listening

Customer listening should always be followed by analysis and action.

Find Success in Multichannel Customer Acquisition Marketing

Find Success in Multichannel Customer Acquisition Marketing

Effective customer acquisition marketing campaigns come down to a simple mantra: Don't put all your eggs in one basket.

Infographic: A Three-Course Shopping Spectacular

Infographic: A Three-Course Shopping Spectacular

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Consumers' hunger for shopping grows from Thanksgiving to Cyber Monday, but their mobile appetite dwindles.

Bigger, Stronger, Faster: Dr. Goodnight Talks Speed

Bigger, Stronger, Faster: Dr. Goodnight Talks Speed

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SAS CEO James Goodnight, Ph.D., breaks down high-performance analytics: how it works and the circumstances in which businesses should consider implementing it.

News Byte: SAP and SAS Strike Up Strategic Sorority

News Byte: SAP and SAS Strike Up Strategic Sorority

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The two companies unveil a strategic partnership to create a unified product roadmap that combines the SAP HANA platform and SAS analytics.

News Byte: Adobe Upgrades Marketing Cloud Analytics

News Byte: Adobe Upgrades Marketing Cloud Analytics

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Predictive analytics and improved mobile and video capabilities are among improvements.

I Believe We Can Market on the Fly

I Believe We Can Market on the Fly

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Wilen New York releases a new real-time analytics tool at DMA2013 in Chicago that the direct marketing agency claims is like "a constant ear to the ground."

Word to the Wise: Big Data Marketing

Word to the Wise: Big Data Marketing

High atop the list of completely unnecessary marketing terms is the recently coined Big Data marketing.

Cross-Channel Measurement: Why Attribution Is the Wrong Path

Cross-Channel Measurement: Why Attribution Is the Wrong Path

The million dollar question: How does a marketer measure how much an ad on one channel influences purchases through another channel?

Advertising Week: "The Foundation Is the Analytics"

Advertising Week: "The Foundation Is the Analytics"

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Adobe's Director of Product Marketing Advertising Solutions breaks down the role of analytics in the ad space.

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

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When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.

(In)direct Response

(In)direct Response

Consumers' paths to purchase have become more circuitous, so direct response marketers must find ways to stay in step along that winding road.

The US Open Puts Data Center Court

The US Open Puts Data Center Court

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For most of the year the US Open may as well be a small business. But for two weeks at the end of summer, its digital properties explode with activity.

The Future of Hashtag Analytics #herewego

The Future of Hashtag Analytics #herewego

#Hashtagging is here to stay, and marketers should take advantage of the data it creates.

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Featured Articles

Turning Big Data Into Smart Data

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Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

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How marketers can navigate the new customer engagement era.